Black marketing should not be confined to just one month. These efforts should be part of an organization's overall multicultural marketing strategy. And as a proud Black marketer, I understand the countless ways brands can authentically celebrate Black culture without alienating Black consumers. Not only is the inclusion of Black consumers in marketing the right thing to do - it's also the most profitable.
Black consumers are much more likely to seek out and place emphasis on brands that are trustworthy, have a clear social mission, appeal to their cultural values and generally have credibility among the Black community.
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